The ‘For Fun’s Sake’ campaign centres around the Baleno model and a talking car that activates when a door is opened – including the glovebox, boot, sun visor and centre console bin.
“Glovebox? More like a chatterbox, am I right? I mean, does anyone actually put gloves in here?” a car compartment asks.
The TVC shows the car talking from these compartments, claiming “Suzuki have succeeded where others have wasted millions”.
The campaign will roll out across TV, online, social media, radio, podcast and website.
Creative team Deloitte Digital said the ad shows Suzuki in a new light as a gimmick-driven company and parallels some of the features of European car-makers.
Deloitte’s chief creative officer Matt Lawson said in media publication Mumbrella that: “Although packed with all the modern necessities, the new Suzuki Baleno is excellently priced because it doesn’t have the gimmicky features that tend to put the price up.
“Well, until now. This campaign is set in a parallel world, a world where Suzuki does gimmicks … and has a German accent.”
Suzuki Australia national marketing manager Daniel Mercuri said: “In keeping with our ‘For Fun’s Sake’ brand platform, we’ve delivered this value proposition in a tongue-in-cheek way, while at the same time poking a bit of fun at premium European car brands.
“It’s early days, but from the teaser phase we’ve already seen huge engagement from our audience in a really positive way.”
Suzuki is “das automobile”, says the German accent in the closing seconds of the TVC, stealing from previous Volkswagen campaigns.
Volkswagen dropped “das auto” in December 2015 at the height of the dieselgate scandal when VW began reinventing its image.
The term “das auto” (the car) was seen as an arrogant statement to the company being the definition of the car.
By Neil Dowling
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